本文選題：參照群體影響 + 奢侈品牌��； 參考：《西南交通大學(xué)》2010年博士論文

【摘要】： 中國目前是全球第三大奢侈品消費(fèi)國,消費(fèi)者為何對(duì)價(jià)格昂貴的奢侈品牌樂此不疲?我們知道消費(fèi)者的選擇并不完全是個(gè)人的獨(dú)立選擇,很大程度上它受到社會(huì)因素的影響,參照群體正是社會(huì)對(duì)個(gè)人施加影響的重要途徑之一。奢侈品牌給消費(fèi)者帶來的強(qiáng)烈吸引正源于參照群體對(duì)這種物品消費(fèi)的認(rèn)可與推崇。奢侈品消費(fèi)不僅僅是社會(huì)等級(jí)的區(qū)分策略,還被認(rèn)為是自我存在的表達(dá)。盡管參照群體影響對(duì)奢侈品牌消費(fèi)具有重要意義,且奢侈品市場在整個(gè)工業(yè)經(jīng)濟(jì)活動(dòng)中正占有越來越大的份額,但就其展開的理論和實(shí)證研究卻較為缺乏。 本文試圖回答：(1)消費(fèi)者面對(duì)不同消費(fèi)情境(公開消費(fèi)或私下消費(fèi))的奢侈品牌購買決策時(shí)參照群體影響程度是否存在差異?并與大眾品牌的產(chǎn)品購買決策,進(jìn)行對(duì)比研究；(2)消費(fèi)者在不同類型參照群體影響下對(duì)奢侈品牌形成的自我-品牌聯(lián)系有何差異?(3)參照群體影響是否是通過消費(fèi)者對(duì)奢侈品牌的社會(huì)導(dǎo)向購買價(jià)值感知,或個(gè)人導(dǎo)向購買價(jià)值感知來影響購買行為和消費(fèi)者忠誠?(4)比較社會(huì)導(dǎo)向購買價(jià)值傾向的消費(fèi)者與個(gè)人導(dǎo)向購買價(jià)值傾向的消費(fèi)者,奢侈品牌購買行為和消費(fèi)者忠誠是否存在差異? 研究首先考察消費(fèi)者在奢侈品牌購買決策中所受參照群體影響的程度,并與大眾品牌對(duì)比。以產(chǎn)品消費(fèi)情境與品牌聲望的2×2因子形成研究設(shè)計(jì)中考察的4個(gè)組合。通過組合兩兩對(duì)比,實(shí)證結(jié)果表明：消費(fèi)者在不同消費(fèi)情境、不同聲望品牌的產(chǎn)品購買決策中,所受參照群體影響的程度差異顯著；其中,在奢侈品牌購買決策中,受信息性影響的程度顯著高于大眾品牌；在公開消費(fèi)品的購買決策中,受功利性影響與價(jià)值表達(dá)性影響的程度顯著高于私下消費(fèi)品。研究的管理意義在于幫助企業(yè)和市場營銷人員利用參照群體影響效用來制定合理的品牌信息交流策略。 通過實(shí)驗(yàn)情境操控,考察3類參照群體影響下消費(fèi)者形成自我-品牌聯(lián)系的差異。研究結(jié)果表明：對(duì)公開消費(fèi)和私下消費(fèi)奢侈品牌,消費(fèi)者在價(jià)值表達(dá)性影響下對(duì)自我-品牌聯(lián)系的評(píng)價(jià)最高；對(duì)公開消費(fèi)大眾品牌的自我-品牌聯(lián)系,在功利性影響下評(píng)價(jià)最高；對(duì)私下消費(fèi)大眾品牌的自我-品牌聯(lián)系,在信息性影響下評(píng)價(jià)最高。企業(yè)應(yīng)針對(duì)不同產(chǎn)品屬性,利用參照群體影響效用制定合理的品牌交流策略。 再次,研究以427位路易威登消費(fèi)者為樣本考察參照群體對(duì)消費(fèi)者奢侈品牌忠誠影響的內(nèi)在機(jī)理,實(shí)證分析奢侈品牌消費(fèi)中參照群體影響、感知購買價(jià)值與消費(fèi)者忠誠3者關(guān)系模型。研究表明：參照群體影響對(duì)消費(fèi)者忠誠顯著正向影響；信息性影響與價(jià)值表達(dá)性影響對(duì)奢侈品牌社會(huì)導(dǎo)向與個(gè)人導(dǎo)向購買價(jià)值正向影響,但功利性影響只對(duì)社會(huì)導(dǎo)向購買價(jià)值正向影響。中介效應(yīng)檢驗(yàn),購買價(jià)值對(duì)參照群體影響與消費(fèi)者忠誠存在部分或完全中介。該結(jié)論驗(yàn)證了參照群體影響是消費(fèi)者奢侈品牌忠誠的關(guān)鍵影響因素,揭示了消費(fèi)者感知的奢侈品牌購買價(jià)值對(duì)重購與口碑營銷具有重要意義。 最后,研究將消費(fèi)者購買價(jià)值傾向作為奢侈品市場細(xì)分的標(biāo)準(zhǔn),以社會(huì)導(dǎo)向和個(gè)人導(dǎo)向購買價(jià)值傾向聚類的4類消費(fèi)者,在購買次數(shù)、口碑推薦意愿與品牌重購意愿上存在顯著差異；其中,高社會(huì)導(dǎo)向價(jià)值傾向的消費(fèi)者,購買次數(shù)與重購意愿負(fù)向相關(guān)；高個(gè)人導(dǎo)向價(jià)值傾向的消費(fèi)者,購買次數(shù)與重購意愿正向相關(guān)。 本次研究的創(chuàng)新點(diǎn)體現(xiàn)在：(1)揭示了奢侈品牌產(chǎn)品購買決策中消費(fèi)者所受參照群體影響顯著,且不同類型參照群體影響下消費(fèi)者形成自我-品牌聯(lián)系程度差異顯著。這是對(duì)品牌消費(fèi)中參照群體影響研究進(jìn)行的有益補(bǔ)充與細(xì)化；(2)揭示了參照群體對(duì)消費(fèi)者奢侈品牌忠誠影響的內(nèi)在機(jī)理。這是對(duì)參照群體影響研究與奢侈品牌消費(fèi)研究中相關(guān)潛變量之間量化關(guān)系的一個(gè)新鏈結(jié)；(3)創(chuàng)新性比較了具有社會(huì)導(dǎo)向購買價(jià)值傾向與個(gè)人導(dǎo)向購買價(jià)值傾向消費(fèi)者對(duì)奢侈品牌行為忠誠和態(tài)度忠誠上的差異。研究豐富并完善了兩種價(jià)值傾向下消費(fèi)者行為的研究成果。
[Abstract]:China is now the third largest consumer of luxury goods in the world. Why do consumers be happy with expensive luxury brands? We know that the choice of consumers is not an individual choice, to a large extent it is influenced by social factors, and the reference group is one of the important ways of social impact on individuals. The strong attraction to consumers is due to the recognition and admiration of the consumption of this kind of goods by the reference group. Luxury consumption is not only a distinction strategy of social grade, but also an expression of self existence. Although the influence of the reference group is important to the consumption of luxury brands, the luxury market is in the whole industrial economic activity. It is occupying an increasing share, but its theoretical and empirical research lacks.
This article tries to answer: (1) whether there is a difference in the influence degree of the reference group when the consumer faces different consumer situations (public consumption or private consumption), and compares with the purchase decision of the mass brand, and (2) the consumer's self in the luxury brand under the influence of different types of reference groups. What are the differences in brand contact? (3) is the reference group impact on the purchase value perception of the luxury brand by consumers, or the individual oriented purchase value perception to affect the purchase behavior and the consumer loyalty? (4) consumers and individuals who are oriented to the value tendency of the social oriented purchase value and the consumer oriented to purchase value tendencies, luxury goods, and luxury goods. Is there any difference between brand buying behavior and consumer loyalty?
The study first examines the extent to which consumers are affected by the reference groups in the decision making of luxury brands, and contrasts with the mass brand. 4 combinations of the 2 x 2 factors in the product consumption situation and brand reputation are formed. The empirical results show that consumers are in different consumption situations and different prestige products through the combination of 22 comparison. There are significant differences in the degree of influence of the reference group in the purchase decision of the brand. Among them, the degree of information is significantly higher than the public brand in the decision making of the luxury brand, and the influence of utilitarianism and value expressiveness is significantly higher than that of the private consumer in the purchase decision of the public consumer goods. The significance is to help enterprises and marketers to use the reference group influence effect to formulate reasonable brand information communication strategy.
Through the control of the experimental situation, the difference between the self brand relationship and brand relationship between 3 categories of reference groups was investigated. The results showed that the highest evaluation of the self brand connection under the influence of the value expressiveness was the highest for the public consumption and the private consumer luxury brands, and the self brand connection for public consumer brands was utilitarian. The appraisal is the highest under the influence of sex; the self brand connection to the private consumer brand is the highest under the influence of information. The enterprise should formulate reasonable brand communication strategy according to the different product attributes and use the reference group to influence the utility.
Thirdly, the study takes 427 Louis Weedon consumers as the sample to investigate the internal mechanism of the influence of reference groups on consumer luxury brand loyalty, empirically analyses the influence of the reference groups in the luxury brand consumption, the relationship model between the perceived purchase value and the consumer loyalty, and the study shows that the influence of the reference group has a significant positive impact on the consumer loyalty. The influence of information and value expression has a positive impact on the value of social orientation and individual oriented purchase value of luxury brands, but the utilitarian influence only has a positive impact on the value of social oriented purchase. The intermediary effect test, the influence of the purchase value on the reference group and the consumer loyalty is partly or completely intermediary. Noise is the key influencing factor of consumer luxury brand loyalty. It reveals that consumer perceived luxury brand purchase value is important for repurchase and word of mouth marketing.
Finally, we study the consumer purchase value tendency as the standard of the luxury market segmentation, and there are significant differences in the number of purchase times, the willingness to recommend the word of mouth and the intention of the brand repurchase by the 4 types of consumers with social orientation and personal orientation. Willingness to be negatively correlated; consumers with high personal orientation tend to be positively related to repurchase intention.
The innovation points of this study are as follows: (1) it reveals that the influence of the reference group on the purchase decision of the luxury brand products is significant, and the difference of the consumer's self brand contact degree is significant with the influence of different types of reference groups. This is a useful supplement and refinement to the study of the reference group in brand consumption; (2) The inner mechanism of the influence of the reference group on the consumer luxury brand loyalty is shown. This is a new link to the quantitative relationship between the reference group influence research and the related latent variables in the luxury brand consumption research; (3) the innovation compares the luxury goods with the social oriented purchase value tendency and the person oriented purchase value tendency consumers to the luxury goods. The difference between brand loyalty and attitude loyalty has enriched and perfected the research results of consumer behavior under two kinds of value orientation.

【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2010
【分類號(hào)】：F224;F273.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前2條

1 劉麗嫻;王靖文;劉曉剛;;服裝奢侈品櫥窗展示設(shè)計(jì)的要素與特點(diǎn)[J];美術(shù)大觀;2011年08期

2 吳琪;丁俊杰;;奢侈與炫耀:基于炫耀性消費(fèi)的奢侈品傳播機(jī)制研究[J];現(xiàn)代傳播(中國傳媒大學(xué)學(xué)報(bào));2013年06期

相關(guān)碩士學(xué)位論文 前2條

1 劉冬芹;突發(fā)事件情境下消費(fèi)者搶購行為形成機(jī)理研究[D];大連理工大學(xué);2011年

2 張姝;基于中國奢侈品購買影響因素的奢侈品行業(yè)研究[D];復(fù)旦大學(xué);2012年

，

本文編號(hào)：1839823